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The changing face of dementia: New brand identity for North East charity

A North East-based not-for-profit provider of specialist care services for people living with dementia has undergone a complete rebrand, launching a new corporate identity and website to support the charity’s transition to a full-service care provider.

Dementia Matters, previously known as Dementia Care, has recently invested in transforming office space at its Bradbury Centre near Newcastle into residential bedrooms for delivering boutique-style in-house care. In addition, the charity has also launched its own recruitment academy to provide training opportunities for those looking for work in the care sector, as well as a pioneering Dementia Advice Centre in partnership with Newcastle Carers to provide an outlet for anyone whose lives have been affected by dementia to seek advice and support.

The charity’s new modernised branding reflects these instrumental changes in Dementia Matters’ service offer to people living with dementia, their friends and family. With calming colours, a clean strapline and a quirky typeface, the new look and feel of Dementia Matters subtly conveys the charity’s key message of inclusive, relationship-driven, professional support, but also portrays comfort, warmth and friendliness.

Dr Fraser Quin, chief executive at Dementia Matters, said:

“The services that we offer at Dementia Matters have changed exponentially in the past 12 months.

“We no longer felt that our Dementia Care brand reflected who we are and what we stand for so we set about developing a new name and corporate identity in partnership with our staff, trustees and key stakeholders in the community.

“The rebrand has enabled us to maintain our professional values as a leading care provider for people living with dementia in the North East while at the same time, develop a new, fit-for-purpose identity that portrays the right message about the charity, our aims and agenda.”

Dementia Matters worked exclusively with Northumberland-based agency, Fusion PR Creative, to develop the new branding which was then rolled out across the charity’s new website by Raising IT.

The changing face of dementia: New brand identity for North East charity

The website is the final piece in the puzzle for Dementia Matters’ rebrand. Designed to encourage donations and provide an online hub of information for existing service users and those looking for dementia specific care, the site features useful information about the different types of dementia, what to do pre-and-post diagnosis and the different services available both through Dementia Matters and other key healthcare providers.

“We wanted our website to a digital representation of the expertise that we have in-house at our Bradbury Centre and Dementia Advice Centre to provide people with a 24/7 source of trustworthy information for when they need it most,” Dr Quin added.

“As we continue to grow our services, we will further develop our website to ensure that we have all of the most up-to-date information and that we are meeting the needs of our service users through our online provision.”

The charity has coincided the launch of its new website and branding with the launch of its latest fundraising campaign. Focused around one of Dementia Matters’ real-life service users, ‘Edith’s Story’ gives visitors to the website a unique insight into how big an impact a small donation can make to someone’s life when they are living with dementia.

Dementia Matters provides respite, residential and specialist day care services to over 300 people living with dementia across the North East.

In 2018, Dementia Matters celebrated its 25th anniversary as a registered charity with an inaugural conference which brought together over 80 healthcare professionals from across the UK to discuss the future of dementia services in the social care sector.

For more information about Dementia Matters, visit
August LTD
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